AIIMS Group Case Study · Meta Ads + Website CRO
281 LEADS.
23 DAYS.
ONE NEW STANDARD.
A cinematic look at the website, creative and Meta lead engine behind a 290% increase in platform-reported enquiries for a Sydney builder.
TL;DR
The Client
Granny flats designed for Sydney homeowners.
5 Star Granny Flats builds and markets a range of granny flat designs to homeowners across Greater Sydney. Its website has to do more than show attractive models: it needs to answer questions and make the next step clear to people comparing layouts, budgets and builders.
- Client
- 5 Star Granny Flats
- Sector
- Residential building and granny flats
- Market
- Greater Sydney
- Website
- 5stargrannyflats.com.au
The Challenge
Turn homeowner interest into enquiries.
Meta campaigns were reaching potential customers, but the broader journey from ad to enquiry needed attention. The site needed clearer conversion paths and faster access to answers, while the paid program had to serve people at different stages of consideration.
AIIMS combined a website rebuild with lead capture improvements and a campaign structure spanning prospecting, retargeting and supporting traffic. The September comparison measures the account’s combined outcome; it cannot attribute the change to one component alone.
The AIIMS Approach
One journey from discovery to enquiry.
Make the next step obvious.
A Next.js rebuild sharpened the paths to a quote request, improved site speed and made key calls to action easier to find.
Help visitors while interest is high.
The on-site Stella assistant provides answers and a route into the enquiry flow.
Work across the funnel.
Top-of-funnel lead generation, mid-funnel retargeting and traffic campaigns served different stages of the Sydney homeowner journey.
Show the offer clearly.
Graphic and video creative supported paid campaigns and the brand’s ongoing social presence. SEO and email supported the wider program.
The Results
More leads at a lower reported cost.
The first 23 days of September produced 281 Meta leads at $14.83 each. The equivalent August window produced 72 leads at $31.11 each. Spend rose from $2,239.91 to $4,166.52.
| Meta account metric | Aug 1–23 | Sep 1–23 | Change |
|---|---|---|---|
| Leads | 72 | 281 | +290.3% |
| Spend | $2,239.91 | $4,166.52 | +86.0% |
| Cost per lead | $31.11 | $14.83 | −52.4% |
| Reach | 28,123 | 62,916 | +123.7% |
| Impressions | 61,450 | 129,960 | +111.5% |
| Clicks | 1,570 | 4,033 | +156.9% |
| CTR | 2.55% | 3.10% | +21.6% |
| CPC | $1.43 | $1.03 | −27.9% |
| Video views | 6,419 | 29,723 | +363.0% |
Campaign Breakdown
The lead engine in detail.
258 leads at $11.90 CPL
$3,070.83 spend. This campaign accounted for 91.8% of reported September leads.
23 leads at $28.67 CPL
$659.34 spend, focused on warmer audiences.
848 clicks
Profile visit and website traffic campaigns combined for $436.35 spend and 364 landing page views.
281 reported leads
The lead generation campaigns account for the reported total. Traffic activity supported awareness and site visits.
The Client’s Product
The homes behind the headlines.
A selection of 5 Star Granny Flats model renders. These client supplied illustrations show the product range; they are not photographs of completed projects or proof of specific campaign placements.
Client brand footage supplied for this case study.
The Team
Performance with people behind it.
Jason Farag
Performance Manager · AIIMS Group
Supporting team: Ronda Chouman (SEM), Tun Tun Tauk (SEO) and Julie-Nicole Vourliotis (Social Organic).
Make every channel earn its place.
Connect the website, creative and media journey around a clearer path to growth.
Talk to AIIMS Group
